Paddy Power named as 2024 PDC World Darts Championship main sponsor
Operator marks a sports betting sponsors’ return to Alexandra Palace after 20-year run ended in 2023 with Cazoo replacing William Hill
Paddy Power has been named as the main sponsor for the 2024 PDC World Darts Championship, restarting a two-decade sports betting tradition which ended in 2023.
Ladbrokes replaced Scottish lager company Skol in 2003 and sponsored the event up until 2015, when William Hill took over until 2022.
Used car dealer Cazoo sponsored the 2023 tournament but that multi-year deal has now been cut short.
After only one year away, the sports betting industry will once again be front and centre with the Paddy Power sponsorship. The duration and finances of the sponsorship deal have not yet been released.
EGR has contacted Cazoo for comment.
Explaining the reason behind the partnership, Paddy Power’s marketing and brand director Michelle Spillane said: “When we agreed to step up to the oche with the PDC as new sponsors of the World Darts Championship, we knew we’d hit the bullseye. This tournament is the ultimate example of sport colliding with entertainment, a mix we at Paddy Power are naturally drawn towards.
“Getting stuck into a sponsorship as iconic as the World Darts Championship at Alexandra Palace is hugely exciting for our brand, and we can’t wait to make our mark. Maybe just not directly on the pro players.”
Matt Porter, PDC CEO, added: “We’re delighted to welcome Paddy Power back to darts as our new title sponsors of the World Darts Championship – a deal which they’ve announced in their typically unique fashion with the help of some of our biggest stars.
“The World Darts Championship is the flagship event in our sport, and Paddy Power’s involvement will add extra excitement to an event which is already the highlight of the festive sporting period.”
The tournament takes place in North London’s iconic Alexandra Palace, starting on 15 December and ending on 3 January 2024.